Publishers’ Circular (1837-1959; ncse:1880-1890)

Document Contents

Publishers’ Circular and General Record of British and
Foreign Literature

The Publishers’ Circular is a trade journal for the publishing
industry, and its comment on and display of the trade also provide a context for
the other titles in ncse. The Circular was first organised in
late 1836, and before the appearance of its official first, sixteen-page issue
the following October, two pilots were trialled in April and June 1837. In
relation to the span of ncse serials, its launch in 1837 coincides with the
demise ofour earliest title and its run outlives (and records)
them all. However, unlike the contents of the other ncse titles, the content of
the Publishers’ Circular is not primarily discursive. Its regular
issues consist largely of lists, tables, and advertisements that call to mind
the origin of serials in records of tide tables, international shipping
schedules and news, foreign and domestic fiscal information and the commercial
basis of the press. Its title words ‘Circular’, ‘Record’, ‘British’ and
‘Foreign’ invoke this history. Its fortnightly list of current and immanent
publications is at the heart of each issue, and its principal orientation is to
books. In its 1837 manifesto it makes a distinction between the list which
covers all new works, and its adverts which are ‘Connected with Literature and
the Fine Arts’. Although Bennett cautions that it was ‘far from complete in
listing periodicals’ (25), it did include serials, which are regularly the
objects of advertisement (See for example 6 December 1880, 1276-1277, 1280)

The relation of the Circular to commerce also distinguishes it
from the other titles. Its readership was initially primarily within the retail
trade and bulk buyers (Eliot and Sutherland 6), to whose members three-thousand
copies (the bulk of the print run) were distributed free 1837-1843, after which
this policy ended. These included 100 to American and German colleges, 100 to
Colonies and army depots, 900 to book societies and literary people, 1000 to
country booksellers, 550 to clergymen and Heads of Colleges, and 350 to London
booksellers (Eliot and Sutherland 6). The remainder of the print run was on
public sale, and available in bulk to retailers for distribution to their
customers at the cover price, initially 2d/ issue, but soon 3d.

The new journal, then, was largely financed by its advertisements from the trade
for the trade rather than a combination of advertising revenue and cover price;
and, after a downward adjustment to the rates, advertising and revenue
flourished. Given that Sampson Low, the first publisher/editor did not own the
journal and was paid only by retaining the advertising revenue to set against
his costs, he could be expected to be a highly motivated salesman, keen to
succeed, and in this hope, his proprietors were not mistaken. Circulating useful
information to the trade, as well as to individual readers, the advertising
element of the title was from 1851 annually sold to the public at large on the
strength of its graphics in special Christmas issues. In December 1880, for
example, it contained 108 of the ‘choicest illustrations’ from the ‘Christmas
Gift and Presentation Books’, in addition to the usual display advertisements.
Not only did the Circular list and advertise potential gifts, but
it was itself packaged as a Christmas gift: a month in advance, on 1 November
1880, it was advertised as available to retail booksellers in bulk, with
‘Ornamental Wrapper, with Name and Address; but these cannot be secured unless
ordered at once’.

This orientation of the Publishers’ Circular to advertising was
articulated in the layout of the front page of each issue, an emphasis that
remained throughout its nineteenth-century run, through several adjustments of
layout. Initially the cover was arranged in four horizontal slabs of type. The
identification of print with the dissemination of knowledge, reflecting the
trope of the March of Intellect from the 1830s when it was founded, explains the
cameo portrait of Francis Bacon which is part of the masthead in the top quarter
of this page, with the title of his work, The Advancement of Learning
around him, and the title of the publication above the cameo echoing its
curve. Below, prominently as the main item on the page, is the Table of
Contents. In an issue from 1870 (18 Jan) the Table of Contents includes the
subject categories of the works advertised in the same
sequence as discursive departments such as ‘Literary Intelligence’. So
‘Classics’ in the Table of Contents refers to Advertisements for
classics publications. This representation of the departments of the journal
changes by 1880, suggesting a shift in the concept of the
publication, though the layout remains similar. Below the Departments, in three
columns and smaller type is an alphabetical list of Advertisers that supplements
the list of subjects above, and below that is a few lines of ‘Literary
Intelligence’ which draws the reader inside the issue. On occasion, this space
is instead filled with an address or notice to the trade by the editors, in
discursive or advertising form. The notice of the forthcoming Christmas number
is located here, for example, 1 November 1880. In the course of the decade,
first the bottom layer disappears by 1882, and when in 1887 another layer is
transferred inside, it is the Table of Contents, leaving the list of
Advertisements on the title page.

In addition to the Christmas number, other special, seasonally-related, bumper
issues were dedicated to Education; they appeared twice a year from 1840 in
January and August. Neither the Christmas nor Education issues were Supplements,
but they did cost more than the ordinary issue for those dates, which they
supplanted. The Circular did publish actual Supplements; from
1842 it merged and edited the lists of new publications included in its
fortnightly issues in a separate volume published annually. It adopted the title
with which we know it, The English Catalogue, only in 1860;
beginning as a Catalogue of Books Published in London, it
expanded to A Catalogue of Books Published in the United Kingdom
in 1845, and to The British Catalogue in 1857.
This consolidated for the trade and interested institutions such as libraries a
salient portion of the fortnightly issues – the list -- in an annual overview of
published works that facilitated retrospective ready reference. Although sold
separately, as well in conjunction with the Circular, it is
interesting that in practice it is bound into the annual volumes of the serial
in British Library copies, the source of the ncse edition. Two other supplements
occur on either side of 1880-1890; one monthly addresses foreign literature, which
was a special area of interest in Sampson Low’s list (Monthly Bulletin of
American, Colonial and Foreign Publications, 1869-1873), and the
other, also monthly, is dedicated to serials (Publishers’ Circular
Newspaper, Magazine and Periodical Supplement, which from issue 35
was re-titled The Newsagent’s Chronicle, 16 February
1895-December 1897; from 1898 it was published by William Dawson and Sons, and
appeared independent of the Publishers’ Circular). Although the
Publishers’ Circular is represented in ncse by only a decade
of its sixty-three year run in the nineteenth century, this fragment occupies a
significant percentage of the ncse resource of nearly 100,000 pages. The
explanation is that as a bi-monthly it is relatively frequent, that by 1880 it
has a large annual supplement (of 108 pp), and that
advertisements regularly swell pagination in special, seasonal issues. Between
1880 and 1890 pagination fluctuates from issue to issue, seemingly dependent on
the number of advertisements; increases in pagination are not confined to special
issues.

The origins of the Publishers’ Circular itself are similar to
those of the early proto newspapers in that it was launched and initially owned
by a group of interested parties in a single industry in order to foster
communication and the circulation of information among them. As Eliot and
Sutherland observe (5) not only was it an antidote to the dominant relationship
among the joint proprietors of rivalry, but its ‘conductor’/publisher, Sampson
Low, saw its potential benefits for workers in the trade, enabling them, for
example, to seek and find work. Specific if related interests also figured in
the launch of the title in 1837. Low involved the publication with the
Booksellers Provident Association founded in the same year, and a shared
interest in the policing of underselling united the fourteen proprietors, with
Low the Secretary of the Publishers Group they formed to combat this practice.
Perhaps it was this matrix of motives that accounts for the distinction between
the resultant publication, with its variety of features, and its predecessors,
which were primarily catalogues and Advertisers, such as Bent’s,
with which the founders of the Publishers’ Circular were
dissatisfied (Boase).

From early on the Publishers’ Circular included obituaries, and
features of each issue well established by 1880 were added over the years,
including special issues for education from 1840, correspondence in 1841, annual
volumes of the English Catalogue in 1842, annual illustrated Christmas issues
from 1851, statistics in spring issues from 1854, and book reviews. (Eliot and
Sutherland, 5-6). The other incremental development was the discursive news
section of ‘Literary Intelligence’ which begins each number in the ncse edition;
ranging from news to gossip, it is a brief few paragraphs at its introduction in
1842 and up to seven pages in 1870, having been augmented after 1855 when the
repeal of Newspaper Stamp Duty resulted in the proliferation of weeklies (and
presumably more news) and then again in relation to the appearance of a rival,
the Bookseller, published by Joseph Whittaker in 1858. Sampson
Low who from 1837 had published and conducted the Circular for
its publisher proprietors, bought them out in 1867, and in 1875 Low retired, and
passed the title to the publishing firm Edward Marston, Searle, Rivington, and
Robert Marston. Edward Marston who had become Low’s partner in 1856 (E. M., 431)
now became its conductor, aided by George Stephen, Stuart J Reid and J A Steuart
as editors (Eliot and Sutherland 7/8). But Marston’s sway over the contents had
begun twenty years earlier, with the regular inclusion of a variety of
statistics in the mid 1850s due to Marston’s genius in this type of knowledge,
so popular in this period. Altick’s deployment of the Publishers’
Circular in The English Common Reader (108, 358)
tacitly acknowledges this aspect of the title, the statistics themselves, but
also the publication’s expertise in assessing them.

By 1880 the front, discursive section of each issue had significantly expanded,
and on 2 Feb 1880 consisted of five departments, ‘Literary Intelligence’,
‘Publishers’ Notices of Books Just Issued’ ‘American [News and] Notes’,
obituaries, and ‘Books Received’ [ie book reviews], which meant that it offered
a specialist focus in the kind of discourse that weeklies such as the
Athenaeum were offering to its readers weekly. It then goes
on to various types of lists – of Books Published in Great Britain in the
preceding fortnight, preceded by an Index to this list, showing those at the end
of the production process, now distributed and on the market; these are followed
by groups of adverts that calibrate and reveal the latter stages of the
production process: Books Now First Advertised as Published, and Books in the
Press; it moves to reprises and reprints: New Editions and Books Lately
published. ‘Miscellaneous’ includes advertisements for book binders and
printers. What follows indicates the status and nature of the trade, as seen in
‘Businesses for Sale’, ‘Assistants Wanted’, and ‘Want Situations’. Finally,
there is a glimpse of the secondhand market, in ‘Books Wanted to Purchase’.

For the decade of the Publishers’ Circular included in ncse, the
statistics that appear fall into two categories, recurring sets and infrequent
sets. The first group includes subjects that are commonly updated over the
decade, if not annually: the German Book Trades, United Kingdom newspapers,
Import and export of raw and printed materials, and analytical tables of books
published in given years. These comprise the core information defined at this
time as important adjuncts to the fortnightly lists. Other topics treated
statistically more occasionally indicate the locus of the publishers’ world in
the decade. They refer to bulk buyers such as national, city and university
libraries at home and abroad, classes of books such as the religious book or
education texts, format of books, piracy, fine printing, and imports They
include the French National Library, publishing in Japan, Cambridge University
Library, Continental Libraries, Murray’s Annual Trade Sale, Royal Society of
Literature, the Foreign Bible Society, Swiss printing, Glasgow libraries, London
Library, USA book trade, Standard Book-size figures, Sale of pirate copies of
Ben Hur; Australian exports, American educational books, Imported books, UK
education, Publications of the Religious Tract Society and the British and
Foreign Bible Society (Eliot and Sutherland 22). These aspects of the market and
of production underlie the industry, and the print artefacts we read today. They
afford later readers such as ourselves a glimpse of the medium in which
nineteenth-century print was lodged, to which William St Clair in The
Reading Nation in the Romantic Period refers us, though without
taking the periodical press into account.

By 1880, then, the title had recorded and kept up with the prospering trade,
having expanded its usefulness well beyond its fortnightly list. While the
presence of the list and the proliferation of advertisements may suggest that
the Publishers’ Circular is broadly an Advertisers’ Directory
(Wiener, 155) and comparable to annual publications such as Mitchell’s, May’s,
Sell’s, or Willing’s press directories, its address and its functions in the
trade were quite different from the beginning. Book-oriented but inclusive of
serials, it was directed not at advertisers but retailers and even the reading
public. Its serial frequency ensured its topicality, a pronounced news element
up-dated fortnightly, not possible in annual publications. Its content
development by 1880, including letters to the editor, reviews of new books,
announcements and gossip confirm this serial modality, geared to micro aspects
of current events in the trade. On the anniversary of the 1000th number on 16 May 1879, Low himself had assessed
its history in the journal, giving us a full, timely estimate from which to view
the ncse decade. In the 1880s the Circular’s dismissal of John
Maxwell’s objections to the allocation of railway book stalls to one bookseller
(1 March 1882, 186) and their warm approval of the court case against Vizetelly
(1 Jun 1889, 654-655) and his publication of ‘the filthy light literature of
France’ [Zola] are indicative of the robust interventions of the editors on day
to day issues from their position as representatives of a powerful lobby of
businessmen and mainstream publishers.